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Novartis Eurovision 2025
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myGlu Digital Health Platform
Photosound Tradeshows & Events
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MP.
Work
Novartis Eurovision 2025
Novartis Corporate Communications
Novartis Creative Transformation
Bain & Company Global Employer Brand
Jack Morton Global Brand Experiences
New Balance Integrated Marketing
myGlu Digital Health Platform
Photosound Tradeshows & Events
Journal
Contact

Novartis Corporate Communications

A benchmark in corporate communications

A benchmark in corporate communications

Global workshops and presentations

Global workshops and presentations

Summary

Appointed as Director of Communications during a huge global workforce reduction and restructuring to lead communications for the Ethics, Risk & Compliance (ERC) function.

Tasked with driving the change communications during this period and the subsequent Sandoz spin-off; directing the global rollout of an enterprise-wide risk system infrastructure to 100,000+ employees; architecting the narrative for the refreshed Code of Ethics and launch of GenAI guardrails; and leading Executive Communications for the Chief Ethics, Risk & Compliance Officer.

The Sharp End

Activation & Campaign Delivery: Directed the end-to-end communications, integrated campaigns and global workshops for the BeSure system and the "Doing Business Ethically" policy rollout.

Managed high-frequency, high-stakes communication cycles for a critical roster of policies, including SpeakUp, Data Loss Prevention (DLP), Anti-Bribery and GenAI guardrails; ensuring policy comprehension and cultural alignment across a vast, multinational workforce.

C-Suite Advisory: Provided strategic communications counsel and writing for two C-suite members, editing narratives for global leadership platforms including the OECD, United Nations and World Economic Forum (WEF).

The Impact

Global Reach & Adoption: Successfully embedded the BeSure system and refreshed Code of Ethics across 100,000+ employees, establishing clear behavioural expectations and operational standards at scale.

Operational Continuity: Led ERC communications through the friction of a major global restructure and the Sandoz spin-off; hosting global town halls and critical change management that maintained organisational trust and clarity during a period of significant volatility.

Cultural Benchmarking: Transformed dry policy mandates into active, high-engagement campaigns that reached every level of the organisation; proving that complex governance can be delivered with the energy of a brand experience.

The Journal

Building a GenAI+ comms team

Building a GenAI+ comms team

As output explodes, judgement becomes the scarce resource.

What is Integrated Creative?

What is Integrated Creative?

What “integrated creative” really means through a fictional fashion brand.

AI will take your comms job if…

AI will take your comms job if…

The future of comms belongs to people with taste, curiosity and creative instinct.
From DNA to Do-Re-Mi

From DNA to Do-Re-Mi

How a musical conversation led to writing the Novartis' Eurovision tagline.

Becoming a Creative Director

Becoming a Creative Director

Not all creative directors come from design school.

The story behind alotté

The story behind alotté

How curiosity, side projects and a love of building things shaped my career.

Why sponsor the World Cup?

Why sponsor the World Cup?

Why do brands like Visa and Coca-Cola spend millions sponsoring the World Cup?

Creativity by committee

Creativity by committee

Why companies struggle with creativity and reward predictability over originality.

The collapse of the creative gap

The collapse of the creative gap

GenAI is collapsing the creative process from strategy to visualisation.

On running ten marathons

On running ten marathons

From my first for charity in NYC to an accidental Boston qualifier.

Gen X has been waiting for GenAI

Gen X has been waiting for GenAI

Gen X is better prepared than most for the age of GenAI in the workplace.

Agency or client side?

Agency or client side?

What agency and client-side roles each get right, get wrong, and rarely admit.
At Women’s EUROs in Basel

At Women’s EUROs in Basel

From the opening to England’s win, living the 2025 Women's EUROs in Basel.
You can't fake culture

You can't fake culture

The strongest cultures are built through leadership, not comms campaigns.

Relocating to Switzerland

Relocating to Switzerland

Moving to Basel in 2019 and finding belonging and community in Switzerland.

No brief. No RFP. Just an email.

No brief. No RFP. Just an email.

In 2007, BlackBerry was flying high. How one email turned into a flagship account.

The exhibit that burned

The exhibit that burned

A fire threatened to derail a major launch, the entire booth was rebuilt in 48 hours.

Relocating to the USA

Relocating to the USA

What happens when the dream of the US meets a more jaded reality.
Good ideas like company

Good ideas like company

Let's Talk
MP.

Martin Potter is a Basel-based Integrated Creative Leader bridging Strategic Communications, Brand Experience, Digital, UX, GenAI & Experiential Marketing with global experience spanning Bain & Company, Jack Morton Worldwide and Novartis. Copyright 2026